The WTA achieved unprecedented results on social media during the first quarter of 2025. Engagement saw a significant year-over-year doubling, with video views reaching a remarkable 263 million across platforms in March alone.
This surge was fueled by key initiatives and events, including the introduction of the new WTA brand, the highly successful Sunshine Double tournaments (the BNP Paribas Open in Indian Wells and the Miami Open presented by Itaú), and compelling narratives both on and off the court. As a direct result, official WTA channels concluded March with a total of 6.9 million followers, marking a substantial 25% increase compared to the previous year.
Highlights of Q1 2025 Social Media Performance:
- Overall video views for Q1 across all social media platforms rose dramatically by 163% year-over-year.
- YouTube experienced robust growth, increasing by 58% year-over-year. This was attributed to a higher volume and greater variety of content published. The standout finals at Indian Wells and Miami were particularly popular, generating over 700,000 and 500,000 views respectively.
- TikTok recorded its best month ever, primarily driven by an increase in short clips covering off-court activities and player personalities.
- Facebook video views saw an exceptional jump of 561% year-over-year in Q1. Popular content included updates on Mirra Andreeva`s consecutive WTA 1000 victories and Alex Eala`s successful run in Miami.
- Instagram video views increased by a solid 148% year-over-year in Q1. Engaging and shareable content from various events, such as the WTA Brand launch in Los Angeles hosted by World No. 1 Aryna Sabalenka, the WTA Miami Clubhouse dinner featuring Ajla Tomljanovic and Donna Vekic, and a fashion panel including Marta Kostyuk and a Wellness Cafe, contributed significantly. These efforts led to a 105% year-over-year increase in overall Instagram engagements for Q1.
